China’s 500 Most Valuable Brands: Sailun improves position to 119th
The 19th edition of China’s 500 Most Valuable Brands list was released at the World Brand Summit on July 26 in Beijing. Compiled by World Brand Lab, the report ranked Sailun in the 119th spot with a brand value of RMB68.65 billion, up RMB9.81 billion from the previous year. This marks the sixth consecutive year Sailun has been included in the list after it entered the top 500 for the first time in 2017 with a brand value of RMB21.88 billion.
In recent years, Sailun has been pursuing brand internationalization and improving its brand influence and industry competitiveness through various branding activities across multiple channels. In terms of sporting events and motorsport competitions, the company sponsors Valencia CF, a La Liga football club, and participated in international auto racing events such as FIA IDC, D1GP, CDC, DCGP, Taklimakan Rally and Silk Road Rally to expand global brand awareness. Sailun has also been participating in global expos, organizing media activities and holding product launch events, as part of its brand-building efforts.
Sailun’s improved brand competitiveness was also attributed to its technological innovation and fostering of corporate culture. The company has been involved in the research and development of the latest technologies, advanced materials and new products. Its groundbreaking EcoPoint3 advanced material compound equipped to a new line of tires were developed through the process of liquid-phase mixing. Tires utilizing EcoPoint3 offer a non-compromising performance between rolling resistance, wet skid resistance, and wear resistance. In May at the Tire Cologne trade fair, Sailun’s EcoPoint3 tires release official test results done in cooperation with leading third party testing authorities. TÜV SÜD -- a major global third-party testing organization – stated that the new tires reached or surpassed the performance of top global tire brands and the results represented the best showing among Chinese tire brands.
Moreover, Sailun has created the world’s first internet platform for the rubber industry known as the Eco-Rubber Cloud. It also bagged the first prize at the 2021 Global Industrial Internet Conference’s industrial internet and lean production competition. Sailun has also won the National Outstanding Achievement Award in Enterprise Culture 2020-2021 in recognition of its corporate culture that focuses on trust and respect.
While strengthening is brand building, Sailun is also fulfilling its social responsibility in education, poverty alleviation, disaster relief and COVID-19 prevention and control. The company is developing green and low-carbon products to facilitate the achievement of China’s “dual carbon goals” and lead the high-quality growth of the tire industry.
In its transition from brand strategy to national strategy, Sailun is currently pursuing brand internationalization, promoting brand-building and enhancing its competitiveness to showcase the quality of Made in China products to the world.